How a hit game challenged the stigma of HIV
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The Change That Matters

To raise awareness and change discriminatory opinions towards People Living With HIV (PLWH) in Taiwan.

The Work

For the first time in Taiwan, people could play an app-based game as a person living with HIV. And our secret? They had no idea. It’s only revealed as the story progresses, bringing players face-to-face with their own discrimination.

The Impact

‘AIDS Avatar’ became #3 in App Store's adventure game category, proving to change players perceptions of PLWH and driving a 56% increase in the public’s positive sentiment.

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